LONDON — Hussein Chalayan’s label, Chalayan, will open its first online store on Monday, in the thick of London Fashion Week.
The store, at chalayan.com, will carry the label’s Grey Line, which launches at retail for spring 2012. The capsule collection of the house’s signature pieces is designed to have a younger feel, with pieces priced from 100 euros, or $131, through to 500 euros, or $656.
The site will also carry select pieces from Chalayan’s runway collection, known as Black Line, alongside a collection of sunglasses that will launch in March, and a line of handbags, which will both be exclusive to the online store.
Lifestyle items will also be sold at the site, including Chalayan’s book with Rizzoli, “Hussein Chalayan,” and Airborne, the fragrance Chalayan created with Comme des Garcons. The store will ship to select European countries.
The brand will fete the Internet venture and Grey Line launch with a party in London on Sunday. The designer has tapped eight emerging photographers and bloggers to put their own spin on the Grey Line collection, and the resulting images and films will be on display during the party at London’s Somerset House.
The images and films will subsequently be posted on Chalayan’s blog and Facebook page.